Businesses often use the terms press release distribution and editorial PR interchangeably, but they are not exactly the same. Both can help a company communicate with an audience, build visibility, and share important business developments, but the approach and purpose can be different.
Understanding the difference can help startups, brands, agencies, and established businesses choose the right PR format for their communication goals.
What Is Press Release Distribution?
Press release distribution is the process of distributing an official company announcement through media and news distribution channels.
The company controls the main announcement and provides the information that needs to be communicated.
Common press release topics include:
- Product launches
- New services
- Company announcements
- Business partnerships
- Funding announcements
- New appointments
- Market expansion
- Technology launches
- Events
- Crypto and blockchain developments
The primary purpose is to communicate a specific piece of company news in a structured format.
What Is Editorial PR?
Editorial PR focuses more on creating a story or article around a company, person, product, industry development, or topic.
Rather than simply announcing an event, editorial content can provide additional context, background, analysis, or a broader narrative.
For example, a company launching an artificial intelligence platform could issue a traditional press release announcing the launch.
An editorial PR article could instead discuss the growing demand for AI business tools and explain how the company’s platform fits into that market.
The two formats can therefore communicate similar information from different perspectives.
Press Release Distribution vs Editorial PR
| Feature | Press Release Distribution | Editorial PR |
|---|---|---|
| Main purpose | Announce company news | Develop a broader story |
| Format | Formal press release | Article or editorial style content |
| Focus | Specific announcement | Topic, story, company, or industry |
| Tone | Direct and factual | More narrative and contextual |
| Best for | Launches and announcements | Thought leadership and brand storytelling |
| Content structure | News announcement | Detailed article |
| Timing | Often connected to a specific event | Can be more flexible |
When Should You Use Press Release Distribution?
Press release distribution is useful when your company has something specific to announce.
For example, imagine a startup has just launched a new software platform.
A press release could explain:
What Was Launched?
Introduce the product and explain what it does.
Who Developed It?
Provide information about the company behind the product.
Why Was It Created?
Explain the problem the product is designed to address.
What Happens Next?
Discuss upcoming developments or plans.
This gives the announcement a clear news angle.
When Is Editorial PR More Appropriate?
Editorial PR can be useful when the goal is broader storytelling.
A company may want to establish expertise, discuss an industry trend, introduce a founder, or explain how its product relates to a larger market development.
For example, a cybersecurity company could publish an article about the growing challenges businesses face with online security and discuss the company’s approach within that broader topic.
The article becomes more than a simple announcement.
The Difference in Writing Style
One of the easiest ways to understand the difference is to look at the writing style.
A press release generally starts with the news.
Example:
XYZ Technologies has launched a new business automation platform designed to help small companies manage repetitive administrative tasks.
The statement immediately communicates what happened.
An editorial article might begin with the broader issue:
Small businesses are increasingly looking for ways to reduce repetitive administrative work while maintaining efficient customer service. New automation technologies are changing how companies approach these everyday processes.
The company can then be introduced as part of the larger discussion.
Press Releases Are Announcement Driven
A press release usually has a clear news event behind it.
Without a meaningful announcement, there may not be a strong reason to distribute a traditional press release.
Good examples include:
- A new product
- A new partnership
- A company milestone
- A funding round
- A new market
- A major business development
- A new technology
- A significant project announcement
The announcement gives the release its central story.
Editorial PR Is Story Driven
Editorial PR can have a wider starting point.
The story could focus on:
- An industry trend
- A business challenge
- Founder expertise
- Company experience
- A new technology
- Market changes
- Customer problems
- Industry developments
The company can then become part of the story.
This approach can be useful when a business wants to communicate expertise rather than simply announce an event.
Which Approach Works for Startups?
Startups may use both approaches at different stages.
For example, a startup could use press release distribution when it launches its first product.
Later, the company could use editorial PR to discuss industry trends, explain its approach, or share insights from its founders.
This creates different types of communication around the same brand.
The important factor is matching the content format to the actual communication goal.
Using PR for Brand Awareness
Both press releases and editorial PR can contribute to brand awareness.
A press release puts a specific company development into a news format.
Editorial PR can provide additional context around the company and its industry.
Together, they can help create a more complete brand story.
Businesses looking for broader PR and brand visibility services can explore BHMarketer.ai.
Can Press Releases and Editorial PR Be Used Together?
Yes.
A company does not necessarily have to choose one format permanently.
For example:
Stage 1: Publish a press release announcing a new product.
Stage 2: Publish editorial content explaining the industry problem the product addresses.
Stage 3: Share founder insights about the market.
Stage 4: Publish another announcement when the company reaches an important milestone.
This creates a more consistent communication strategy.
Press Release Distribution for Crypto and Technology Companies
Technology and cryptocurrency companies often have multiple developments to communicate.
These might include:
- Platform launches
- Token launches
- Product updates
- Partnerships
- Funding
- New features
- Ecosystem developments
- Presales
- Market expansion
A press release can communicate the specific development, while editorial content can explain the broader technology or market context.
For example, a crypto company could publish a press release announcing its presale and later publish editorial content discussing the technology behind its project.
Editorial PR and Thought Leadership
Editorial PR can also support thought leadership.
Instead of constantly talking about a company’s products, the content can focus on knowledge and industry experience.
A founder could discuss:
- Changes in their industry
- Lessons learned while building the company
- Emerging technologies
- Customer challenges
- Market developments
- Future opportunities
This type of content can help present the company as an active participant in its industry.
What Should Businesses Choose?
The answer depends on the purpose of the campaign.
If you have specific company news, a press release may be the appropriate format.
If you want to tell a broader story or discuss an industry topic, editorial PR may be more suitable.
If you have both goals, using both formats can provide different ways to communicate with your audience.
Frequently Asked Questions
What is the main difference between press release distribution and editorial PR?
Press release distribution focuses on communicating a specific company announcement, while editorial PR generally focuses on a broader story, topic, or narrative.
Is editorial PR the same as a press release?
No. Although both can communicate information about a company, their formats and purposes are different.
Can startups use both types of PR?
Yes. A startup can use press releases for important announcements and editorial PR for broader storytelling, expertise, and industry discussions.
Is a press release better for a product launch?
A product launch is naturally suited to a press release because there is a specific announcement to communicate.
Can editorial PR promote a company?
Editorial PR can include information about a company, but the content is generally structured around a broader story or topic rather than functioning solely as an announcement.
Can technology and crypto companies use editorial PR?
Yes. Technology and crypto companies can use editorial content to explain industry developments, technology, projects, and broader market topics.
Should a company use press releases regularly?
Companies should distribute press releases when they have meaningful news to announce. Publishing low value announcements simply for frequency can reduce the usefulness of the content.
Can press release distribution and editorial PR be part of the same campaign?
Yes. A business can combine announcement focused content with broader editorial storytelling to communicate different aspects of its brand.
Final Thoughts
Press release distribution and editorial PR serve different communication purposes.
A press release is generally focused on what happened, while editorial PR can explore why it matters, what it means, and how it fits into a broader story.
For businesses, startups, technology companies, and growing brands, understanding this difference makes it easier to create the right content for each PR objective.
Rather than treating the two approaches as competitors, businesses can use them together to communicate important announcements while also developing a broader and more informative brand story.